Spanning silos
the new CMO imperative
- ISBN: 9781422128763
- Editorial: Harvard Business School Press
- Fecha de la edición: 2008
- Lugar de la edición: Boston. Estados Unidos de Norteamérica
- Encuadernación: Cartoné
- Medidas: 24 cm
- Nº Pág.: 217
- Idiomas: Inglés
CONTENTS: Preface Acknowledgments Introduction: The New CMO-Why? Six Deadly Sins of a Silo Structure Marketing Resources Are Misallocated Silo-Spanning Brands Lack Clarity and Linkage Silo-Spanning Offerings and Programs Are Inhibited Marketing Management Competences Are Weakened Success Is Not Leveraged Across Silos Inadequate Cross-Silo Communication and Cooperation Enter the CMO Reducing Silo Power: Why Is It Hard? From Silos to Synergy Creating a Road Map for CMO Success 1 Find the Right Role and Scope-The CMO's New Job Description Five Potential Hats: Facilitator, Consultant, Service Provider, Strategic Partner, Strategic Captain Facilitator Consultant Service Provider Strategic Partner Strategic Captain Which Roles Are Right for You? How Roles Evolve The Activity Scope and Authority The Product and Country Scope 2 Gain Credibility and Buy-in Gaining CEO Support-A Key to Success Reframe Marketing Measure Performance More...
